Measurement, in my opinion, is the most misunderstood element of public relations. The reason I chose public relations as a career is because it involves creating and implementing communication plans that facilitate change.

However, any goal needs a purpose. Measurement shows if you are influencing people to change their behaviors.

Measurement is evidence that you care for your organization.

Measurement has been confusing to me since the beginning.

During the “Introduction to PR” course I took as an undergrad, I was introduced to RPIE, which means research, planning, implementation and evaluation. The word “measurement” became a substitute for evaluation. It seemed to prove more action to me during this phase.

Recently, I started grading my own work so I can at least see when I need to improve.

Strategy is important, but it must include measurement. So, for example, while strategizing communications around domestic abuse, we might look for statistics such as a 10% increase in women who left an abusive relationship, to support that strategy.

Rethinking my measurement efforts

After my Social PR Makeover, I saw that my overall measurement efforts had a lot of positives, but also some negatives.

My biggest flaw is getting so caught up in my work that I lose track of the “why.” So, recalling the purpose of the campaign is the most insightful thing I do.

When I hit writer’s block, I tell myself something like:

“Em, this campaign you are creating will help kids with childhood cancer. These kids are miles away from home in a hospital. They are not attending school or extracurricular activities with friends.”

That description is morbid to me, but it helps me realize that a campaign is going to cause change. It’s so important to stay focused and create benchmarks for yourself so that you can measure the results of your efforts.

So, for example, while working with Delta Zeta Sorority, I try to stay focused on two things: the girls who show tremendous efforts for fundraising with Hearts For Hearing, and the amount of money they have raised for Heart for Hearing.

The beauty of public relations is that it allows people from diverse backgrounds to come together.

In every team, there are people who are named the key graphic designer, photographer, writer, strategist and metrics analyst. However, we must educate ourselves in allthese areas – so that we can do the best for our clients.

A writer must listen to the analyst to make the campaign better.

Trust me, I’m someone who is willing to design visual content all day long, but my efforts are nothing without research. To motivate myself with metrics, I remind myself that I was horrible at Illustrator just two years ago.

So if I could improve on that, I can learn metrics as well.

Just like anything in life, don’t let metrics bring you down.

Google Analytics is still an ugly monster to me, but I will not let that destroy my passion for public relations. I’m aware I’m not the only one with that concern.

Even if you can’t tackle the monster at least show some effort.

I have a little bit of knowledge about it, but it never hurts to know more.

Instead of binge watching shows, I’m going to watch videos for the Google Analytics Academy. After six units of instructional videos and activities, I will take a final assessment to obtain a certificate of completion. I don’t care if the course takes six or 60 hours, because we all need to invest in our strengths as well as our weaknesses.

Step back for a while to measure, evaluate, and most importantly take pride in your work. That’s one thing that we forget too often.

It’s important to remember that views on social media points don’t really matter, nor the amount of likes. What’s important is learning how to measure the impacts on our campaigns, and achieving what we initially set out to do.

Emma Hawes

Emma Hawes is currently working as a freelance social media content creator, while attending graduate school online at Purdue University. Hawes has a bachelor's degree in communication, with concentrations in journalism, public relations and broadcasting from Mississippi State University. In college, Hawes was a freelance broadcasting technician, working behind the scenes for games with ESPN. When she is not behind her MacBook, iPhone or camera, she enjoys watching comedy, reading and cooking. Her fictional idol is Leslie Knope on Parks and Recreation.

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Training Programs

Strategic Social PR from A to Z ❯

Today, good public relations entails much more than blindly blanketing the media (and bloggers) with information that’s of dubious value to begin with. And more often than not, it entails a strong element of building and managing online community. In this workshop, you will:

Learn the three key elements of an effective 21st century “social PR” strategy, and how it differs from “old” PR

Know which time-tested research and analytical methods you should still use in the 21st century

Understand why talking at people isn’t effective, and how to effectively use today’s popular social media platforms to talk with them

Experience real-time social engagement through workshop exercises and hands-on participation

Understand how to effectively incorporate measurement, so that it validates and improves your programs and, therefore, your business

Smart PR Measurement for the Digital Age ❯

We have more measurement tools than ever before; so many, that we don't know what to do with most of them. And no matter how good a tool is, you still need smart people using it in a smart way, to derive the most benefit. In this workshop, you will:

Learn the basics of good PR measurement and, conversely, the seven deadly sins of bad measurement

Understand how to differentiate between fact and fiction in the measurement context, and the two acronyms to stay far away from

Social Media for the C-Suite ❯

Gone are the days when “social media” was the domain of your twenty-something employees. Today, social platforms are where your customers and constituents of all ages and stages literally live online. If you’re a business leader, you should take this workshop to:

Learn the three core principles of effective social media engagement

Examine key social media platforms, and understand how they work on both personal and professional levels

Review how businesses of all sizes have effectively used social media to support and reach business goals

Experience the benefits of real-time social engagement through workshop exercises and hands-on participation

Understand the kinds of metrics your social media team should and shouldn’t use when reporting back to you

What They Say

"Shonali knows her stuff. A dynamic speaker, she makes measurement - a subject that makes some of the best PR pros dizzy - easy to understand and implement."

Laura ParsonsIdaho Association of REALTORS ®

"With her diverse knowledge, experience, timely content, and pleasant professional style, I highly recommend Shonali to any group looking to deepen its understanding of social media and digital strategy."

"Shonali is one of my favorite 'library cards.' All I have to do is visit her blog or Twitter stream, and the floodgates of knowledge open up."

Robin LaneGXS

"Shonali has both the charisma and poise that inspire others within her profession. She builds solid programs, achieves measurable results and is a delight to work with."

KD PainePaine Publishing

"There's a reason I call Shonali a ”˜measurement maven'; she understands metrics, measures results and uses the data to make better business decisions."

Maggie GoldbergChristopher & Dana Reeve Foundation

"Shonali literally launched our multicultural outreach program, putting us on the map. Dynamism, creativity and accountability are the hallmarks of Shonali's work, serving her clients well."

Kathy Barbour, APRBaptist Health South FL, Chair-Elect PRSA

"In a field that's crowded with speakers & trainers, Shonali's no-nonsense, hands-on approach stands out as much for its refreshing clarity as for her humorous & engaging presentation style. Hire her today!"

Gary KlasenVice President External Communications, Eaton

"With energy, passion and a whole lot of common sense, Shonali focuses on successful social media strategies that accomplish targeted business outcomes."

Lauren MelingUSA for UNHCR

"Working with Shonali gave us an opportunity to engage with a community of supporters who taught me more than I ever expected. I'd jump at the chance to do it again."

Heidi has a track record of success in P&L management, corporate strategy, product marketing and top line growth, and spent 14 years in leadership roles at Cision, during which time she oversaw the company’s integration and multiple product marketing strategies through its seven acquisitions.

Heidi was named one of PRWeek’s “40 Under 40 Rising Stars,” “Influencer of the Year” by The Hub in association with LinkedIn, and one of the most influential people in PR by PRWeek’s “Global Power Book.” She was also co-host of the popular “Influence Pros” podcast on Convince & Convert, which was named one of the top 20 marketing podcasts of 2016 by Hey.com.

Jennifer Zingsheim Phillips

Jennifer Zingsheim Phillips has worked in communications and public affairs for nearly 20 years. Her background includes work in electoral politics, government, lobbying, and public affairs PR work. She also brings nearly eight years of experience in digital and social communications and media analysis to her role at 4L Strategies.

Jen began her career doing campaign work in Missouri during the 1992 election cycle. After two years of political party work, she joined the office of a Missouri state senator and served as his legislative aide for two years. In 1996, she joined the Missouri Chamber of Commerce as Research Director, where she lobbied the Missouri House and Senate on issues such as workforce development, welfare reform, and education policy. She was also responsible for the weekly newsletter highlighting key issues relevant to Missouri Chamber members.

In her spare time, Jen is a voracious reader, and enjoys cooking and baking. She also likes to write fiction, and has had two pieces of short fiction and one piece of flash fiction published in various publications. She has also self-published a children’s book.